However, this creates a data and management nightmare, and exacerbates your ability to continuously optimize your marketing investments to revenue. To close this burgeoning gap, many marketers are stitching together various technologies, data and spreadsheets to attribute marketing spend to revenue. According to DemandGen, 58% of B2B companies said their current ability to analyze marketing performance “needs improvement” or worse and 48% of B2B companies say their biggest challenge is the “inability to track activity between specific buyer stages.” While 82% of CMOs report that their goals are aligned to revenue targets ( Forrester Research), B2B marketers are struggling to quickly connect the dots along a lengthy and complex B2B purchase process to make decisions that optimize revenue. Plus, it shows everyone in your organization how much revenue you are bringing to the table, which puts you in good standing with your investors and builds credibility in budgeting with your peers. If you’ve ever asked these questions (or are still asking them), multi-touch attribution is your best bet to getting the right answers it provides you with meticulous details of how buyers are engaging with your business and which marketing touches are driving purchase journeys. “Which marketing channels should we put more money into? Reduce or stop spending?” 6 Best Practices for Successful B2B Multi-Touch Attribution
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